Press Release – Drumsara
Central Otago’s Drumsara Wines is leading the way in the New Zealand wine industry by adopting the cutting edge QR Code technology to help profile its wines. Drumsara Wines Adopts Cutting Edge Technology
Central Otago’s Drumsara Wines is leading the way in the New Zealand wine industry by adopting the cutting edge QR Code technology to help profile its wines.
The QR Code or Quick Response technology involves applying two-dimensional bar codes to wine labels that can be captured on a mobile phone linking directly to the winery’s website.
“All people need to do is download the free QR Code application and they are in business,” says Drumsara Marketing Manager Wayne Matheson. “The code itself looks like a black and white squiggly pattern, but once people log on to it with their iphones or other smart phone brands, they are immediately connected in to a whole range of information about Drumsara wines.”
The Drumsara Wines QR Code accesses tasting notes for a particular wine and vintage, a grape locator map identifying the exact location where grapes for a wine and vintage are grown as well as the vineyard information for that wine and vintage.
“It’s quite revolutionary really and what it means is that wine buffs can be in a retail store, read our codes and immediately source all the information they want before deciding to buy,” says Matheson. “Similarly in a restaurant people drinking our wine can download the tasting notes and enhance their dining experience.”
Matheson believes that Drumsara Wines is the first New Zealand winemaker to adopt the technology for both its New Zealand and international markets.
“While one New Zealand wine company is using the code for its UK market, a major wine label printer has confirmed that no other wine labels have been printed in New Zealand with the QR Code, which indicates we are at the forefront of the industry in this respect.”
“We have taken an innovative step by taking on this technology and once people are aware of how simple and effective the code is it will encourage them to learn more about Drumsara wines and where they have come from.”
“The information platform can be expanded and modified over time and the content can be changed on a regular basis to keep the information up-to-date and fresh.”
Matheson considers other wineries will eventually follow Drumsara Wines’ lead because of the valuable interactive marketing tool the technology offers.
“It’s such a simple way of getting out your message and further profiling your product. Already we are receiving positive feedback from our clients who say the technology brings wines to life and allows them to ‘talk’ to consumers.”